Build Your Einstein Account-Based Marketing Strategy
After completing this unit, you’ll be able to:
- Understand the role AI plays in an account-based strategy.
- Identify which accounts to target.
- Build an account-based strategy.
You’ve got the idea, and you’ve got the tools, so now let’s talk about how to build your account-based marketing strategy. Account-based marketing is all about targeting individual accounts, so the first step is choosing which accounts to target.
One of the most interesting things about account-based marketing is that emerging marketing technology makes it even smarter. Artificial intelligence is a new but rapidly growing element of B2B marketing technology, and it’s especially exciting for account-based marketing. AI enables Pardot and Sales Cloud to become even more intelligent. Now your intelligent tools can find and analyze those patterns for you. This ensures that when you’re choosing accounts to target, you have suggestions based on patterns in your data. And it can help you identify how the impact of your marketing and sales teams is going to eventually affect your prospects.
Using Sales Cloud or B2B Marketing Analytics, look through your customer data for accounts that generate a large amount of revenue for your business. This is a great opportunity to look at the patterns within Sales Cloud to uncover opportunities to land additional accounts. Choose some metrics to help you spot the patterns in your data. These can include company or deal size, industry segment, or even location. Which ones you choose depends on the goals for your business.
Now that you’ve chosen which accounts to target, your marketing team can start building a customized campaign around each one. Remember, you need to create unique experiences for each target account to make sure you’re really connecting with prospects. To personalize your content, think about the characteristics of the account you’re going to target. Is it a large company or a small one? Where is it located? What kind of industry is it in? Using the data from Sales Cloud, you can find the answers to some of these questions, and start creating content that addresses each one. For example: You can send a personalized e-newsletter to a welding company based in the midwest that has links to videos and blog posts about welding and midwestern metalworks.
At every stage, marketing, sales, and service must work closely together to make sure you’re meeting the needs of customers. One way to keep aligned is to share your metrics. Make sure that your goals for your marketing and sales teams connect. For example, revenue is a metric marketing and sales teams can share to make both teams accountable. It also give the teams easy access to new insights about how their efforts are shaping business. To tie in your service team, look at how your accounts are doing once they’ve closed the deal, and make sure that marketing is working with the service team to check in on current customers.